This is something more of lingerie brands should do if they had the balls (um...). Featuring real-life, non-skinny women so far has helped only Dove to become an iconic brand with its "Real Beauty" campaign, but lingerie industry seems slow to respond.
Well, until now. Aerie (an American Eagle company) launched "Aerie Real" campaign showing non-Photoshopped models. They look amazing. The effort is even more meaningful knowing Aerie's audience: adolescent girls between 15 - 21 who are still figuring out their body image. There's also #aeriereal social component to the campaign, where girls submit their own photos.
I'd really love to see sales this campaign generated. Hope it was more than the usual one would, giving this brand a financial incentive to keep doing great stuff like this.